Outdoor and спортивный apparel giant, The North Face, has relocated its downtown New York presence, moving from its former Wooster Street location to a significantly larger, two-story space on Broadway in SoHo. This strategic move, completed in August 2019, is more than just a change of address; it signifies the unveiling of The North Face’s evolved global retail strategy, designed to enhance customer engagement and brand immersion.
The North Face Wooster Street Legacy Continues at New SoHo Broadway Storefront
The new 8,000-square-foot store, situated at 584 Broadway, New York, NY 10012, is conceptualized as a unique blend of a basecamp for adventurers, an archive showcasing the brand’s rich history, and a retail space offering the latest innovations. This innovative approach marks a departure from traditional retail models, aiming to create an environment where consumers can deeply connect with The North Face brand as they prepare for their own explorations, whether urban or outdoor.
Mark Parker, Vice President of Direct to Consumer at The North Face, articulated this vision, stating, “Our stores will continue to offer a convenient and seamless shopping experience, but it is no longer the sole mission of the store. We’re now focused on creating an environment that highlights our heritage and allows consumers to deeply connect with the brand as they prepare for their own exploration, wherever it may be.”
Reflecting the brand’s commitment to sustainability, the store’s design prioritizes longevity and minimizes environmental impact. The space is constructed using FSC-certified reclaimed wood, steel, granite, and low-VOC paints, ensuring durability and reducing the need for frequent renovations. This eco-conscious design mirrors the enduring quality of The North Face products themselves.
Beyond the sustainable design, the new SoHo location offers several distinctive elements designed to enhance the visitor experience. These include a curated archive reminiscent of a museum, displaying iconic products and documenting significant athlete expeditions. To further evoke the spirit of exploration, a signature Half Dome scent permeates the store, transporting customers to the great outdoors. Knowledgeable staff members, referred to as ‘guides,’ are available to provide expert advice on gear selection and exploration recommendations tailored to individual needs and local adventures.
The North Face’s move from Wooster Street to Broadway represents a significant evolution in their retail approach. The new SoHo store is not just a place to purchase outdoor gear; it’s a destination designed to inspire exploration, celebrate the brand’s legacy, and foster a deeper connection with customers. For those interested in experiencing this new retail concept, The North Face SoHo is open Monday to Saturday from 10 AM to 9 PM, and Sunday from 11 AM to 7 PM. Further details can be found on The North Face’s website and their social media channels including Instagram, Twitter, and Facebook.
